Kim’s recent trip to Germany had one key objective: to experience first-hand how our products are received in the market. Together with colleague Ferry, she travelled to a trade fair in Giessen, where supermarket and fresh produce managers gather inspiration and shape their assortments.
The fair was all about presenting our products to supermarket and fresh produce managers. For Ferry, this was familiar territory, backed by a strong network and long-standing relationships. For Kim, it was an opportunity to get closer to day-to-day practice.
“It’s good to do this together,” Kim explains. “Ferry knows the people and the commercial side. I focus more on behaviour, presentation and how products are perceived. That combination works well.”
There was an extra challenge for Kim: the language. “My German isn’t great,” she laughs. “But you get surprisingly far. Sometimes in English, sometimes with hands and feet, or simply by tasting together and reacting. It immediately makes things more relaxed and personal.”
This knowledge gap creates opportunities. We can help our customers grow in this area and truly make a difference:
• When is a mango actually ready to eat?
• Information about different countries of origin and varieties
• How can we transfer this knowledge to the consumer together?
This requires support from marketing, for example through simple tools, clear explanations or POS materials.
Another thing that stood out was how brands in other product categories present themselves. Many stands communicated one clear story, with strong visual consistency and a clear focus.
“We have quite a broad assortment in our stand, so we need to guard against fragmentation,” says Kim. “With our brands, we were still able to create focus, which led to positive responses from visitors.”
A store visit confirmed how important real-life practice is. “Products were often still displayed in their boxes on the shelf,” Kim explains. “That means packaging needs to function immediately as a shelf display: ready to sell, eye-catching and attractive.”
Our Eminent and Discovered packaging fits this well and draws the consumer’s attention. At the same time, it shows there are still opportunities to create even more impact on the shop floor through smart packaging choices and clear communication.
Personal interaction at the fair makes all the difference. Tasting, talking and seeing reactions creates real connection.
“Handing out mangoes generated a lot of positive responses,” Kim says. “Those are the moments when you truly connect.”
For Kim, the conclusion is clear: marketing belongs in the market.
“You see and hear things you would otherwise miss. Things that seem obvious to us often aren’t at all. That’s exactly where the opportunities lie.”
What really stands out is the value of going into the market together. By seeing how products are received first-hand, strategy and practice move closer together.
And that’s exactly where organisations make the difference.
